Southwest identified an issue that is common in rewards programs across industries – a group of members that have points balances and aren’t redeeming. In order to activate these consumers and get them engaged with the program, Brandmovers developed an in-program auction platform to drive excitement and points redemption.
How it Works
Brandmovers developed a flexible, client-driven platform that allows Southwest to launch new auctions 1-3 times per month for the members of the program. Through a lightweight CMS, auctions can be built with prizing, quantities, timing and starting bids, and launched easily. Members of the program can log in via their program credentials (through SSO integration with Southwest), and bid on items using their points.
Points redemption doubled as a result of the activity, outperforming client targets by 250%. Member reactivation was also reflected in email open rates, which doubled during the campaign flight.